To promote local shopping, nationally and regionally, Unizo contacted The Pool to work out a cross-media partnership.


The campaign had two objectives.

  1. Make consumers aware of the importance of local shopping.
  2. Stimulate local shopping.


The campaign was split into two phases.

Phase 1 was an awareness campaign using content on different platforms.

Phase 2 was an activation campaign to motivate consumers to do local shopping on Saturday 21/3:  The first Winkelhierdag

Roularta Media, Mediahuis & SBS Belgium joined hands on a diverse campaign in TV, Print, Social & Online, nationally and locally with a focus on the cities Genk, Gent and Antwerpen.
Together with Flemish Celebs as Herman Verbruggen, Evy Gruyaert and NJAM chef Peppe, we created 2 minute video’s to promote local shopping and hot spots in their cities.

Antwerpen: Winkelhieren with Herman Verbruggen (video)

Genk: Winkelhieren with Peppe & Elisa (video)

Gent: Winkelhieren with Evy Gruyaert (video)

Content articles appeared in the magazines Libelle, Flair, Weekend Knack and Trends. They emphasised on the importance of local shopping. On the websites of our major news sites as Het Nieuwsblad, Gazet van Antwerpen and Het Belang van Limburg, we reported on the importance and advantages of “Winkelhieren”.

Due to the lockdown, the Winkelhierdag of 21/3 has, unfortunately, been cancelled, but we are in full preparation for a new campaign at the end of this year.

Target Groups

  • Active women
  • Family
  • Regional Targeting


The first part of the campaign has certainly not missed its effect because local shopping is more popular than ever! Winkelhieren has become a commonly used term.